Services
Client
Year
Challenge
The original brand, Homi Kitchen, suffered from "messaging overload." While the heart was there, the execution was pulling the audience in too many directions:
Conflicting Stories: The name focused on “homies” (community), the strapline referenced pop culture (Crazy Rich Asians), and product names like “GIGA” and “Hei Hei” used a mix of tech-slang and literal Chinese descriptions.
Visual Mismatch: They utilised white labels and delicate illustrations. This “gentle” aesthetic completely misrepresented the reality of the product, which is actually incredibly rich, bold, and super spicy.
Low Shelf Impact: The soft styling meant the products faded into the background rather than popping against competitors.
Goal
Our mission was to strip away the noise and create a cohesive brand ecosystem. We needed to align the naming, visual identity, and tone of voice to reflect the authentic Singaporean roots and the intense, "wild" experience of eating the food.
The impact
By synchronising the story and the aesthetic, Yumm Singa shifted from a confusing collection of sauces to a standout lifestyle brand:
Clarity: Product names are now intuitive, making the range easier for customers to navigate and purchase.
Shelf Presence: The vibrant, “wild” packaging now commands attention, outshining competitors who play it safe with traditional designs.
Authentic Alignment: The brand finally looks how the product tastes bold, spicy, and full of Singaporean soul.
The approach
We rebuilt the brand from the ground up, moving away from fragmented references toward a unified cultural celebration:
Strategic Renaming: We transitioned the brand to Yumm Singa. This honours “Yum Sing” (a celebratory Singaporean toast) while clearly nodding to its Singaporean origins (Singa).
A New Verbal Identity: We developed a voice full of attitude, anchored by the defiant new tagline: “Too Tasty To Behave.”
Visual Personification: We swapped the delicate labels for bold, high-contrast colors. We utilised a layering technique in the design to visually represent the depth and complexity of the spices.
The Mascot: We introduced “Yummi,” a character featuring the founder, Megan, dressed as a lion. This pays homage to Singapore’s “Lion City” moniker and embodies the wild, uninhibited joy of the brand.
